Don’t call it a mattress shop. Saatva, one of the direct to consumer mattress companies that has managed to distinguish itself in a crowded field of online brands, has opened its first “viewing room” in Edina.

Located in the Southdale area at 3871 Gallagher Drive, the showroom designed by Ware Malcomb and Hines Collective blends high tech touches with an atmosphere designed to relax visitors. Think: subtle scents, warm lighting, subdued colors. Display screens invite customers to find the right mattress—or as Saatva says, “build their ideal sleep experience”—utilizing “behavior-sensing technology.”

This is Saatva’s 25th store nationwide—its first in Minnesota—and it follows a trend of other DTC brands, like Casper, opening brick and mortar shops after building an audience online. (Casper had a showroom at Mall of America that recently closed.)

“Eighty percent of consumers would rather experience mattress shopping in-person before making a purchase decision,” Saatva’s vice president of retail Michael Gale said. “Our viewing rooms are perfectly positioned to help consumers through this process.”

The Twin Cities was particularly on Saatva’s radar, thanks to its brand ambassador Jessie Diggins, the Olympic gold medalist and St. Paul native. Saatva is Team USA’s “official mattress and restorative sleep provider” for the 2028 Olympics in Los Angeles and the Paralympic Games.